But one huge app was missing from the TV app announcement, and that was Netflix integration. Why was Netflix left out? It probably wasn’t Apple’s doing, but rather the other way around, according to a couple theories from the Rajam Report (via Daring Fireball):

Netflix views usage data as highly confidential, proprietary information. They don’t even share this data with their show creators, so there’s no way in hell they would share this data with a partner who, it could be argued, is trying to disintermediate them.

Netflix also doesn’t need help curating and personalizing their content library, they are already the best in the industry. Almost all of the other video apps need all the help they can get.

It makes sense, when you think of it. Big TV networks usually create some horrible interfaces for their live TV apps. Apple’s new TV app fixes that problem. But with Netflix, they know more about your viewing habits than you do yourself. They have no need to share that data.

As for Canadians, we most likely won’t get support anytime soon. Our broadcasters don’t have tvOS apps for live cable TV (other than Rogers Sportsnet NOW).

Apple TV 4 can be lonely for Canadians, as Siri search only works for iTunes movies and TV shows, plus Netflix.

PS – If you’re looking for an Apple TV 4, Best Buy online is selling certified open boxed versions for $149, which is $30 off retail (thanks Phil).

While it’s obviously an extra expense, I’ve gone with a TabloTV box, which has a nice Apple TV app. A small indoor antenna and, in Toronto at least, I can get CBC, CTV, CityTV, and TVO over-the-air, all through an app on the Apple TV which provides a guide and PVR capabilities.

A basic indoor antenna is all I’m using now, but I already have a larger outdoor one I plan to put up at some point, which might even be able to pull in some of the U.S. stations from Rochester. I’ve got a review of it over at iLounge, but I won’t post the link here out of courtesy to Gary and his team.